The marketing manager at Appeal has constituted a cross-functional team to study the consumer trends in the cosmetic industry.The team has come up with two dominant trends: a preference for cruelty-free cosmetics and for organic cosmetics.To study these preferences further,the team has to convert them into operational concepts and break them down to smaller research questions.This cross-functional team is at the stage of ________ in the marketing research process.
A)developing the research plan
B)determining a research approach
C)defining the problem and research objectives
D)selecting a research agency to help
E)interpreting data and deciding on type of research

Question

Quizplus · Accepted Answer

The team is defining the problem and research objectives by converting the consumer trends into operational concepts and smaller research questions. This is the first step in the marketing research process. Option A is incorrect as developing the research plan comes after defining the problem and research objectives. Option B is incorrect as determining a research approach is part of developing the research plan. Option D is incorrect as selecting a research agency comes after defining the problem and research objectives. Option E is incorrect as interpreting data and deciding on type of research come after data collection.

The Marketing Manager at Appeal Has Constituted a Cross-Functional Team